Case Study
Clay Gillespie
CHALLENGE:
Clay Gillespie is the MD of RGF Integrated Wealth but also a financial Advisor and leader of his own advisory practice under RGF Integrated Wealth Management. He wanted to promote more business for his practice.
THE TASK
Recruit prospective clients and encourage them to book an initial consultation appointment with Clay.
CHALLENGES
The majority of Canadian’s do not feel confident about retirement planning. Many don’t feel knowledgeable enough, feel overwhelmed, and are often not sure if the financial planning and wealth management is going well.
MESSAGING & STRATEGY APPROACH
A Personal Brand Strategy was created to convey the unique value that Clay provides, and a messaging strategy employed Clay’s philosophies to educate viewers on things they needed to know to plan their retirement successfully
Personal Brand Strategy
The heart of a personal brand strategy is a personal brand statement. The winning formula summarizes the following.
Research was done with Clay, his team and his clients to uncover the needed information, and below is the resulting personal brand statement:
"I help Canadians retire smarter, richer and happier every single day. And I’ve been doing it for 28 years."
Clay’s personal brand statement was brought to life in a series of videos where Clay shared his philosophies and clients shared their experiences of working with Clay. Watch a selection below.
Media Strategy
The media strategy included Facebook and Linked and a targeting strategy to support building prospect audiences of High-Net-Worth-Individuals (HNWI). Retargeting opportunities were outlined to serve video viewers content from another social campaign that shared reasons why people should start retirement planning. The goal is to bring the viewer on a journey from why they should start retirement planning to using Clay and visa-versa.
Results
Creative partner Opacity Design Group developed and managed the social campaign. The results exceeded expectations. Below is a summary of the results the test campaign generated and some examples of individual content performance.
With a media spend budget of $11,000, ads in this campaign were seen over a million times from 93,500 high net worth individuals.
This generated 200,000 video views which had 300 positive engagements and most importantly, 11,500 clicks to the landing page ($0.94ea) and 42 "book an appointment" clicks ($260 ea).
Leslie & Rob Client Testimonial
It seems viewers were very moved by Rob & Leslie's story. Of those that viewed the video, 14% completed it and 6% clicked to learn more. The return on investment was really high at 5c for partial view, 35c for completed view, and only 85c per click. That's only 85c to drive a potential new client to Clay's website.
Retirement on your mind
Viewers were really interested to learn more about why they would love Clay twice and hate him twice over a decade, as 8.7% of viewers completed the nearly 3-minute long video, and 4% of viewers clicked to learn more. The cost was very affordable at 5c per partial video view, 56c for a completed video, and $1.16 for a click to clay's website.
Trust ads targeted to video audience
An audience was built using the testimonial and retirement on your mind videos, which we used to send targeted content pieces to, ranging in topics from “Spending Patterns in Retirement” to “Is a TSFA better than an RRSP?”. This achieved extremely low cost per clicks (47c) to an audience we know is interested in retirement planning.
Clay Gillespie, Financial Advisor & Managing Director, RGF Integrated Wealth Management
“I have enjoyed working with Annabelle. She spends the time to understand your story and how best to articulate it. She wants it to be authentic and not just a "marketing" story or image.”
Let’s tell your Brand story.
Send us a note, and we will respond within 48 hours with next steps. We are excited to start this journey with you.
